Social Computing Jenny Williams

The Value of Social Computing to Business Jenny Williams - Ideagarden

The digital user is evolving

People New preferences in communication technology and relationships

Evolution of the digital user ‘New to Net’ User Communications Services Retail Participation First activities Email Online banking CDs/Books Photo sharing Get to know ISP Message services Simple travel Complex travel Video Content generation Information search Photo sharing Lodge tax eBay Blogs LOTS of time browsing Reading the News Book concerts Groceries Comments Classifieds Opinions Source: Nielsen//NetRatings

Participation rather than presentation

Technology is connecting the world

There is a whole new generation of executives coming up who grew up on the internet.

Digital Natives

They often know more than their teachers

New media Players

THIS HAS CHANGED HOW CONSUMERS CONNECT

As as digital evolves we need to look at new ways to engage them

www.flickr.com/photos/therefore/147730192/ Generation V(irtual) “not defined by age, gender, social demographic or geography…but based on demonstrated achievement, accomplishments and an increasing preference for the use of digital media channels to discover information” Gartner 2007

They inhabit this world Credit: xkcd

We are familiar with the key players

But also many, many more digital environments

This list goes on and on The long tail of social networks 55% of Australia's internet users have used social networks in the last 12 months… CGM study 2008

And they are not passive, they are engaged 84 percent share content such as photos, links and video Nielsen Online – CGM study 2008

The scales have TIPPED

Internet now dominates share of attention Internet TV internet TV

We are even seeing the decline in other internet usage

And that tipping point has come through the power of social connection 8% of all visits to internet sites in Australia were to social networks and forums Average time 12 minutes MySpace was 27 minutes Facebook was 21 minutes. Hitwise, 2007

They are your customers and your employees

You can ban social computing from the work place

Or you can embrace it

People feel at home in these types of environments

Social computing is replacing other forms of collaboration

Knowledge Management Social Computing KM is extra work Social computing is part of my everyday work Work is behind closed doors Work is open and transparent People are afraid to talk openly Anyone can say anything People directories provide contact Social Networking platforms reflect who information is doing what with whom Content is centralised, protected and Content is distributed freely and controlled uncontrolled IT chooses the tools I use I have a choice & select my own tools Knowledge sharing is database centric Knowledge sharing is people centric Knowledge is forcibly captured just in Knowledge is naturally captured as part case of my work Best Practices Stories David Gurteen

Isn't this just web 2.0 for business?

No, it has the potential to be much bigger than that

Value has shifted ownership experience

Ownership has moved institutions communities

The nature of CONNECTION is different

For the individual, it empowers one to many connections David Armano

Participants control the content

Not all participants are the same

STAGE 1 : Consumer Participants read and explore the posts of others. Consumers can be very active participants in an online community …just not yet visible to others.

STAGE 2: Commentor These people make comments on others posts (either on blogs, or in discussion forums) They often seek clarification, agreeing with a statement, or offer a suggestion or link to something similar.

STAGE 3: Contributor Those who have started their own blogs or who initiate new threads on discussion forums. They are confident about putting forth their own ideas etc.

Commentator Someone who frequently takes a 'meta' view of what is going on, providing a level of leadership within the community. Their contributions will often draw attention to the 'bigger picture', making links with other work - analysing and synthesising the

Social computing alters communication

New forms of communications e-mail is, like, soooo dead

At first, most people don’t get it but eventually, it becomes addictive

COMMUNITIES

On mass, it is the many to many connections that drive power

Professional networks

Internal communities People form communities based on shared interests. These become greenhouses for the developing ideas and the distributing information

Many major computing firms now have dedicated Social Computing research groups and wikis to drive product development

People hone ideas better in a collaborative environment

Social Networking can increase productivity

•! For software development, access to shared solutions and knowledgeable people speeds time to delivery.

Better Engagement of employees Social computing allows employees to connect more easily with one another and with the corporation as a whole.

Social networks, blogs and wikis create a forum for the voice of the employee to be heard and for their ideas to be validated

The tools of social computing

Collaborative knowledge

definition A wiki is a collaborative website which can be directly edited by anyone with access to it.

AvenueA Razerfish •! Built using open source MediaWiki software

Employee personal pages

•! upload documents, add tags by clicking or typing:

Blogs are CONTENT and collaboration

Content is the container of knowledge and information It is the core driver of socialization

Public facing blogs: Whats your objective

Corporate blogging

Employee bloging

Facilitated research

RSS RSS (quot;Really Simple Syndicationquot;) is a family of web feeds used to publish frequently updated content such as blog entries, news headlines or podcasts.

Amazon RSS

RSS at IMB

PODCASTING A podcast is a collection of digital media files which is distributed over the Internet, often using syndication feeds, for playback on portable media players and personal computers.

Tapping into passion

Sympathetic alignment

WIDGETS

Trend micro Widgets

a web application that combines data and /or functionality from more than one source

Links Social Computing drives link strategies

Increase Connect with reach customers & employees right person, Increase right content participation Understand needs Increase relevancy

Content as a Service

The bigger picture email Podcasts Mobile @ Tagging Widgets RSS Social content Blogs Messenger WWW Communities Wikis Videos Research Documents UGC

CONTENT needs to be RECYCLABLE. Social computing can happen inside the enterprise or outside Channels can be a web site, web application, mobile device or even external web platforms such as Facebook or Google applications.

Provide the content that the network needs A social network Press release containing richer snippets of content, video, tags, links, rss feeds, podcasts Let the audience use it as they please.

You can’t make ECM a principle platform of socialcomputing unless it delivers against the needs of people within social environments

To do that, we have to start looking at digital in a whole new way

The key to success is participation

Social computing is about stimulating conversation

Keeping ideas fresh

Insights enable new types of relationships Embrace the community Stimulate conversation Develop insight Evolve

It’s no longer about the brand, it’s about the customer…as an individual Develop a mutually beneficial relationship •! Collect helpful data •! Build technology that enables two way communication •! Enhance your environment based of feedback

You have to generate some sort of critical mass to have an effect …participation drives critical mass

understand the needs and motivations of individuals

Ideas need to deliver value to that individual

Nurture and leverage Your enthusiasts

Connect with them in Their environments Not were you want them to be

Remember they will continue to evolve

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Social Computing Jenny Williams

by jenny williams on May 29, 2008

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